AdAge likes an ad I think has mixed messages and is tasteless...

Ad Age online has a regular feature highlighting "tv ads of the week." Today's piece, "Conscientious Mobster Promotes a Beautiful California," leads with an ad for Keep California Beautiful. (Registration may be required for you to access the article.)

They like it.

The ad shows two mobsters dumping a dead body (murder is a problem in cities, and isn't a joking matter), in the water (illegal dumping), but then one of the mobsters, reconsidering throwing a beer bottle into the water, tosses it into a recycling bin.

I think it misses the mark in many respects.

They think it's a humorous way to promote recycling.

Better that they do research-based marketing like the Don't Mess with Texas people, to identify what resonates with the target audiences and how to spur behavioral change. See this press release about their slogan being entered into the Advertising Hall of Fame in 2006.

Two thumbs down on this ad.

Index Keywords: quality-of-life-advocacy; social-marketing